US and Chinese perceptions of simulated US courtesy

Abstract

Purpose – The purpose of this study was to identify similarities and differences in US and Chinese subjects’ emotional responses to and perceptions of courtesy of simulated English-language communication prompts. Design/methodology/approach – Data were collected through a web-based stimulus administered on US and Chinese students. Subject responses to eye contact and smile images and a set of verbal expressions were measured on ratings of emotion and courtesy. Findings – Smiling with direct eye contact and warmed-up verbal expressions were found to elicit a higher level of emotional response and were perceived as viable server politeness cues. US and Chinese participants had similar responses to facial and verbal prompts. Originality/value – This paper contributes to understanding about service employee cues, such as courtesy, that can influence service quality in a cross-cultural tourism setting.